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Aunt Jemima Finally Put To Rest


One of the companies that met their reckoning in the midst of last year’s heightened conversation about racial injustice was the company behind Aunt Jemima, PepsiCo/Quaker Oats.


The new name of the company is “Pearl Milling Company’


“Though new to store shelves, Pearl Milling Company was founded in 1888 in St. Joseph, Missouri, and was the originator of the iconic self-rising pancake mix that would later become known as Aunt Jemima,” the company said.


The 130-year-old brand featured a Black woman named Aunt Jemima, who was originally dressed as a minstrel character, on its products. After coming under fire on social media they announced back in June that they would be changing the name of the brand. The company also pledged $5 million to support the Black community.


"We recognize Aunt Jemima's origins are based on a racial stereotype, as we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers' expectations." Quaker Foods CMO Kristen Kropfel said.


The Aunt Jemima character art has gone through many changes over the years, including the removal of the racist handkerchief that she dawned throughout most of its run.


The new Pearl Milling Company says they are on a mission to create “joyful breakfast moments for everyone,"


The new name was not just a quick jump of the gun due to pressure, according to the company it was allegedly strategically workshopped amongst consumers, employees, external cultural and subject-matter experts, and diverse agency partners and “developed with inclusivity in mind.” They claim to have sought out a diverse set of perspectives to move forward the right way.


Continuing to do the work that needs to be done, they've also vowed to commit $1 million toward causes uplifting Black women and girls in the coming weeks.

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